When the MINI was reintroduced to the US, sales started strong, but became uneven over the years, resulting in the decision to re-style and re-introduce the MINI to the American audience.
I served as Senior Project Manager and Copywriter on the largest direct marketing dealer campaigns during that period: MINI Rocks the Rivals Test Drive Event and the MINI Meet the Family Event in spring of 2011, MINI Motor Tober in the fall, and the MINI Winter Driving Event in the winter.
In these roles, I worked directly with MINI USA and BSS&P, their agency of record, to create integrated, strategic advertising and marketing campaigns with print, web, mobile, and interactive facets for over 100 dealerships nationwide.
Reception • Result • Reviews
MINI Rocks the Rivals event increased MINI sales 43% for that quarter. Annual sales increased by 26%, still the third-largest increase in their 20 years of US sales.
”It is one of the most successful programs we have ever done.”
Jim O’Donnell
CEO of BMW of North America
June 6, 2011 Automotive News
With the roll-out of both the MINI Countryman, the first five-door, crossover SUV, and the MINI Coupe, a two-seater sports car, the US was introduced to the huge range of vehicles in the MINI line.
The MINI brand image was well-established at that point, and fiercely protected. Their corporate identity guidelines provided some strict standards, but their description of tone and voice was oddly vague. How does one write in a “cheeky” manner?
Happily, my interpretation of the guidelines was embraced by MINI USA and BSS&P, their agency of record: Surprising, fun, self-confident, energetic, and charismatic. Invoking smiles and curiosity. Just like driving a MINI.
